At a Glance
- Tasks: Lead financial strategy and operations for a fast-growing fitness brand.
- Company: Join a challenger brand revolutionising the wellness industry.
- Benefits: Competitive salary, hybrid work, and potential equity opportunities.
- Other info: Pathway to CEO role as the business expands.
- Why this job: Be a key player in scaling a premium Pilates brand with celebrity endorsements.
- Qualifications: Experience in finance, operations, and consumer product growth.
The predicted salary is between 110000 - 130000 € per year.
Notting Hill, London (Hybrid — 2 days in office) | £110,000 – £130,000 | Permanent, Full Time
We are hiring a Chief Financial Officer to become the fourth seat at the leadership table and partner directly with the three co-founders as they scale the business into its next phase. This is a rare opportunity to join a challenger brand that's shaking up the wellness space. FÔLD has been built from the ground up — bootstrapped, no shortcuts — and is now at a genuine inflection point. FÔLD closed the last completed financial year at c.£6M+ annualised revenue, growing toward £10M, with growth split 65% D2C and 35% B2B across more than 250 studio partners. The business is preparing for its next phase of growth — new hardware launches, a subscription-based digital platform, European market entry via DACH and the build-out of the House of FÔLD experiential studio concept.
This is a hands‐on, commercially minded CFO role — not a reporting job. The founders need a financial rock who understands the business deeply, rolls their sleeves up, and helps them translate vision into models. This is an operations‐leaning CFO role — someone who holds suppliers to their SLAs, forecasts orders and sales with precision, and procures the best deals without compromising service or quality.
The Opportunity
FÔLD is a premium Pilates Reformer brand with multiple product lines, award‐winning design, celebrity endorsements (Joe Wicks, Katie Piper, Helen Skelton and Dianne Buswell among them) and a growing community of 12,000+ founding members. With the three co‐founders (CCO, CBO, CMO) leading brand, commercial and marketing, the CFO will complete the leadership team and take ownership of everything finance, operations, supply chain, procurement and legal touches. This is an operations‐leaning role — you will hold suppliers to their SLAs, forecast with precision, and drive growth through the numbers, while helping the founders build the models that bring their vision to life. You will manage external accountants and financial systems.
The role reports directly to the founders and sits alongside them as a genuine strategic partner. You will decide what stays outsourced (bookkeeping and payroll currently sit with an external firm) and what comes in‐house. Importantly, this is not a role for someone who wants to build a large finance team — this is about being close to the business, close to the founders and close to the numbers. Longer term, the successful hire has a genuine path to CEO as the business scales.
Key Responsibilities
- Partner with the founders to translate ambition into financial models — growth scenarios, margin strategies, product‐line P&Ls and investment cases
- Build and own the three‐year financial model and scaling roadmap across multiple product lines and international markets
- Lead fundraising preparation — investor materials, due diligence readiness, financial storytelling and process management
- Shape and build the supply chain and operations structure for scale — retail logistics, warehousing, last‐mile delivery and negotiation with key international suppliers
- Own procurement strategy across multiple product lines and suppliers (with significant Asia‐based sourcing)
- Manage FX and treasury strategy, including significant monthly USD exposure
- Oversee legal and tax — commercial contracts, IP, brand protection (via external firms)
- Take full accountability for the finance function — deciding what is outsourced vs in‐house, and owning the day‐to‐day numbers alongside the strategy
- Act as the founders' sounding board on any major commercial decision — 'can you model this for us?'
About You
We are open to two kinds of CFO — and either could be the right fit:
- A CFO who has already scaled a D2C or product brand from £2–5M to £10M+, with a complete picture of what it takes to grow a founder‐led business through that stage
- A senior finance leader ready to step up into their first full CFO seat — someone hungry, operations‐leaning and commercially‐minded, with the depth to be the founders' long‐term financial partner
Regardless of background, you will bring:
- Investment and fundraising knowledge preferable but not essential. What is essential is being a hands‐on builder of models and growth
- A track record in consumer product, D2C or premium lifestyle / fitness brands
- Supply chain and retail logistics experience — ideally importing from Asia. Comfortable holding suppliers to SLAs and procuring best deals on service, quality and cost
- Hands‐on capability with Xero or equivalent, alongside genuine strategic oversight
- Comfort with revenue‐based lending (Shopify Capital, Wayflyer) alongside traditional debt and equity
- A real love of small‐business life — someone who wants to build and create, not sit above a big team
- The commercial appetite and leadership presence to step into the CEO seat in time
The Package
- Role level: Leadership team — reports directly to the founders
- Location: Notting Hill, London — hybrid (two days in office, flexible remainder)
- Opportunity: Clear pathway to CEO as the business scales
- Equity / bonus: Discussed on a case‐by‐case basis with shortlisted candidates
Chief Financial Officer - Fitness and Wellbeing brand in London employer: Love Recruitment Ltd
FÔLD is an exceptional employer, offering a unique opportunity to join a dynamic and rapidly growing fitness and wellbeing brand in the vibrant Notting Hill area of London. With a strong focus on employee growth, this role as Chief Financial Officer not only allows for direct partnership with the founders but also provides a clear pathway to CEO, fostering a culture of collaboration and innovation. The hybrid work model promotes flexibility, while the chance to shape the financial future of a challenger brand in the wellness space makes this position both meaningful and rewarding.
StudySmarter Expert Advice🤫
We think this is how you could land Chief Financial Officer - Fitness and Wellbeing brand in London
✨Tip Number 1
Network like a pro! Get out there and connect with people in the fitness and wellbeing industry. Attend events, join relevant groups on LinkedIn, and don’t be shy about reaching out to potential contacts. You never know who might have the inside scoop on job openings!
✨Tip Number 2
Prepare for those interviews! Research FÔLD thoroughly—know their products, values, and recent news. Be ready to discuss how your experience aligns with their vision and how you can help them scale. Show them you’re not just another candidate; you’re the one they need!
✨Tip Number 3
Don’t underestimate the power of follow-ups! After an interview, send a quick thank-you email to express your appreciation and reiterate your enthusiasm for the role. It keeps you fresh in their minds and shows you’re genuinely interested.
✨Tip Number 4
Apply through our website! We want to see your application come through directly. It helps us keep track of candidates and ensures you’re considered for the role. Plus, it’s a great way to show you’re keen on joining the team!
We think you need these skills to ace Chief Financial Officer - Fitness and Wellbeing brand in London
Some tips for your application 🫡
Show Your Passion:When writing your application, let your enthusiasm for the fitness and wellbeing industry shine through. We want to see that you’re not just looking for a job, but that you genuinely care about making a difference in this space.
Tailor Your Experience:Make sure to highlight your relevant experience in scaling businesses, especially in D2C or product brands. We’re looking for someone who can translate their past successes into how they can help us grow FÔLD.
Be Clear and Concise:Keep your application straightforward and to the point. We appreciate clarity, so avoid jargon and focus on what makes you the perfect fit for our CFO role. Remember, we want to know how you can partner with us effectively!
Apply Through Our Website:Don’t forget to submit your application through our website! It’s the best way for us to keep track of your application and ensure it gets the attention it deserves. We can’t wait to hear from you!
How to prepare for a job interview at Love Recruitment Ltd
✨Know Your Numbers
As a CFO, you'll need to demonstrate your financial acumen. Brush up on key metrics relevant to FÔLD's growth, like revenue streams and profit margins. Be ready to discuss how you would model financial scenarios that align with their ambitious goals.
✨Understand the Business Model
FÔLD is a unique brand in the wellness space. Familiarise yourself with their D2C and B2B strategies, as well as their product lines. Show that you understand how these elements contribute to their overall success and how you can enhance them.
✨Be Hands-On
This role requires a hands-on approach, so be prepared to share examples of how you've rolled up your sleeves in previous positions. Discuss specific instances where you've directly influenced operations or procurement strategies to drive growth.
✨Show Your Strategic Vision
The founders are looking for a strategic partner. Prepare to articulate your vision for scaling the business. Think about how you would approach fundraising, supply chain optimisation, and international expansion, and be ready to discuss these ideas in detail.
